The $300 million effort to count each person in Los Angeles County, and the rest of the nation, began Monday in Santa Monica.

The 2010 Census had a kickoff rally at the Santa Monica Pier as officials prepared for their “road tour” throughout the county to promote awareness surrounding the Census.

“We have 100 days where we are going to be doing outreach into the communities throughout the county and Southern California,” U.S. Census Bureau spokeswoman Jennifer Giles said. “We are going to go into … communities we consider hard to count.”

The main event for the 2010 Census kickoff was in New York City on Monday when a 46-foot trailer, nicknamed “Mail It Back,” officially started the campaign.

In Los Angeles County, a smaller 14-foot trailer nicknamed “Confidential” will help to inform the public about the Census, as well as represent the Census’ complete confidentiality.

The Los Angeles truck will make stops in Pasadena at the BCS National Championship Game at the Rose Bowl on Thursday.

It will also be at the Rose Bowl Flea Market on Sunday and March 14.

Other appearances are scheduled for the Asian-American Expo from 10 a.m. to 7 p.m. at Fairplex on Jan. 17 and a Chinese New Year festival and parade on Valley Boulevard in Alhambra between Almansor Street and Garfield Avenue on Feb. 6.

Forms for the 2010 Census should arrive at 120 million households March 15 through 17.

Local officials are encouraging participation in the Census to help bring federal dollars to California.

“It is extremely important for us,” said Rep. Judy Chu, D-El Monte. “Federal funding is all based on the Census, and we want to make sure we get our fair share.”

Only an estimated 67 percent of households responded to the 2000 Census, but 70 percent of Californians responded.

Awareness about the Census’ confidentiality, as well as its purpose, is important in the San Gabriel Valley, officials said. Typically, minority groups have a low turnout for the Census, including Latinos, some of which has been credited to fears about the government using the information to track down illegal immigrants, officials said.

But use of Census information in such a way is illegal, and local officials seek to stifle such misinformation, Chu said.

“I tell them this information has never been used to bring the authorities down on anybody,” Chu said.

In fact, minority groups, as well as all residents, benefit from being counted, Chu said.

“If we have people who don’t get counted, we will lose out on health care, social services, and money for transportation,” Chu said.

To reach minority groups skeptical of the Census, workers should lean on community leaders who can help ease concerns, Chu said.

Census data can affect more than $400 billion per year in federal funding to state and local governments, as well draw congressional districts and determine electoral college votes.

“We, traditionally, have been a donor state,” said Rep. David Dreier, R-San Dimas. “In taxes we pay much more to the federal government than we are able to receive.”

An accurate Census count of California is vital to get the state’s fair share of federal dollars, Dreier said.

But that doesn’t come without some compromise.

While Dreier believes the Census count should only concern citizens of the United States, he also argues the burden placed on California by illegal immigrants can’t be ignored.

“My personal view is the count should be of people who are American citizens,” Dreier said. “But I do know the presence of people who are in this country illegally has created a tremendous cost burden on the state, and I don’t think the state of California should shoulder that responsibility.”

While she believes every resident in California should be counted, despite citizenship, Chu and Dreier agree that it is necessary for illegal immigrants to be counted to represent California accurately.

“Everybody is utilizing community resources in some way,” Chu said. “It is important to make sure you have an accurate depiction of who is really living in the community.”

Daniel Tedford is the Assistant Managing Editor of Digital News. He graduated from Cal Poly Pomona and has been working in journalism since 2008. During that time, he has sat next to a Pulitzer Prize winner, been interviewed by Robert Siegel about a faux Temple City army with a 'supreme commander' and accidentally interviewed a Hollywood movie director about Little League baseball. When not working, he's an avid Los Angeles Angels fan, cooks a mean roast chicken and has read every Kurt Vonnegut novel. He also fancies himself an expert in the best sandwiches in the San Gabriel Valley, if anyone ever cares to ask.

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